Tradedoubler Delves into Programmatic Advertising with Launch of ENGAGE Tool

Performance Marketing network Tradedoubler has rolled out a new tool to help advertisers identify and target new customers based on their existing website data.

The network tracks approximately one billion daily affiliate transactions and is now putting this to use through a programmatic solution.

Anonymous purchase intent data is aggregated by the network from its various affiliate programmes, which is then is then used to create customer profiles. Its ‘artificially intelligent’ ENGAGE tool then combines this third-party element with a retailer’s own data to identify a ‘perfect next customer’.

The resulting inventory is delivered through Tradedoubler’s own DSP for programmatic bidding, making it available to publishers on its platform.

The move represents a brave step into the world of automated advertising - a market boasting a vast amount of potential, with forecasts pointing to 61% of all European display inventory being traded via programmatic by 2016.

Hitting the mark

While e-commerce continues to growing rapidly on a wide scale, Tradedoubler’s regional director, Dan Cohen, points out that understanding its complexity enough to provide successfully personalised advertising remains an uphill struggle for most marketers.

Tradedoubler’s response has been a foray into programmatic with technology - specifically a DSP - leveraged from its deal for German ad tech group adnologies. This allows not only the automated purchase of inventory but the use of data to inform buying.

“It’s clear from our research that consumers want to find new brands, and they like it when they receive advertising that is relevant to them,” Cohen stated.

“We have designed TD ENGAGE with this in mind. It enables marketers to identify and reach new customers in a way that is targeted and welcomed.”

Striking a balance

Tradedoubler’s announcement comes off the back of its ‘Digital Connections’ study, reinforcing the need for messaging tailored to the needs of individual customers.

Tapping into responses from 4,493 consumers across nine European markets, Tradedoubler’s report found that 71% of online consumers are loyal to just a handful of brands, while over half (54%) are ‘overwhelmed’ by the choices available.

Consumers are quick to turn their backs on brands that get personalisation wrong. However, those campaigns that do it successfully could bear fruit, with over a third (36%) likely to buy from a brand that strikes a personal chord.

Additionally, the research goes some way to confirming that consumers are increasingly device and location ‘agnostic’.

Under one third routinely ‘multi-screen’ while watching television - on either a laptop or PC (30%), or mobile device (36%). Up to half of those aged under 45 browse for deals on their mobiles when dining out.